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Designing for Customer needs: A UX Perspective

  1. DESIGNING FOR CUSTOMER NEEDS: A UX perspective Richard O’Brien @richard_obrien
  2. “It’s not just what it looks like and feels like. Design is how it works.” - Steve Jobs, 2003
  3. What is UX? "User eXperience” design encompasses all aspects of the end-user's interaction with the company, its services, and its products.
  4. You are not the customer
  5. No doubt you’ve already got a good idea of who your customers are…
  6. …but without primary research your ideas are just assumptions.
  7. So how do we validate these assumptions and design better products?
  8. Get out and talk to customers Find people who represent your target customer and talk to them.
  9. What to do… • Find someone who looks bored and offer to buy them a coffee • Aim to interview 10 – 15 people • Have a list of 10 key questions you want to understand (tie these back to your assumptions).
  10. What to do… • Warm-up questions “Tell me a little about yourself…” • Talk about real events in their day-to-day life “Tell me about a recent time when you…” • Be appreciative “Thanks for your time”
  11. What to do… • Ask open questions like “why” and listen to the answer • Take detailed notes and write down quotes verbatim • If it goes well, ask if you can contact them again.
  12. What not to do… • Ask leading questions “Is the feature helpful to you?” • Talk about your product (until you’re almost done) • Explain how you do things. You’re there to observe/learn not educate.
  13. After each interview… • Write down your key observations • Capture key quotes verbatim • Look for similarities or themes – points to expand upon with other customers
  14. Tools that can help SoundNote
  15. Document what you’ve learned There’ll be a lot and you’ll forget it if you don’t.
  16. Analyse the insights • Write each observation on a post-it note. • Group similar observations into themes. • What should emerge is key characteristics or needs of your customers.
  17. Develop personas A persona represents a cluster of users who exhibit similar behavioral patterns. Puts the knowledge into a format that is easy to reference going forward.
  18. Core attributes of a persona A Face to the name Name, age, profession, Verbatim quotes gender, etc. A brief story Summary of their core about the needs and persona and motivations their life.
  19. Put them up on the wall
  20. Design solutions to their problems
  21. Key design principles • Lo-fi “What’s the simplest thing I can do to test this concept?” • Use your personas • Don’t write code. Draw & Prototype.
  22. Share early and often Value Effort The more you talk about it… the more you realise what’s missing.
  23. Tips for effective sharing Focus Don’t try and cover too many different concepts/functionalities. Prepare Concept multiple options before hand. Listen You don’t realise what you’ve missed. Allow flexibility for others to concept.
  24. Tips for effective sharing Pick a direction And move forward. Go with your gut. Document your hypothesis These become what you will test later.
  25. Use a Design Wall to see the big picture Give it a prominent place in the office (near the personas).
  26. Why use design walls? • Visualise the overall experience that you’re designing. • Becomes a timeline of design. • Meeting point for all design discussion. • Easy way to introduce new stakeholders.
  27. Get out of the office (again)
  28. Test your solution Cardboard & paper Use your arts & crafts skills to build some cardboard iPads/iPhones, etc. Remember your hypothesis Avoid getting lost in the feedback by aiming to validate your hypothesis first. Stick to bullet point insights. Keep on the look out for stumbling blocks Feedback can be flippant Know when to take it with a grain of salt.
  29. Tools that can help Fluid UI
  30. Tools that can help Silverback
  31. Tools that can help Usability Hub
  32. Tools that can help Loop11
  33. Tools that can help UX Mastery
  34. And finally… iterate! Success is built around how quickly and how often you can apply feedback to your design
  35. Recommended reading Jeff Gothelf Cennydd Bowles
  36. Thanks Richard O’Brien @richard_obrien

Hinweis der Redaktion

  1. But for me it comes down to one thing….Understanding that you are not the customer… and cater to the customer’s needs by challenging yourself to better understand them.
  2. So how do we validate these assumptions and design better products?Quite simple really…
  3. But rather… What do you think of this feature?
  4. Instead of presenting designs in a power-point, or on a screen, take stakeholders to your design wall.Latest designs